Aiming to reframe its role in modern British life, Barclays has unveiled a new campaign by VCCP that focuses on the small but powerful decisions that help people, businesses, and communities move forward.
Barclays is stepping into a new era with the launch of Moments of Progress, a nationwide campaign that reimagines how one of the UK’s oldest banks connects with contemporary life. Developed by VCCP, the brand’s global creative agency of record, the campaign marks a striking shift in tone and storytelling, aiming to drive a reappraisal of Barclays as a genuine enabler of progress.
Rather than relying on the clichés of banking advertising, Moments of Progress captures the small, relatable choices that shape people’s lives. Whether it’s deciding to finally move out of a parent’s house, growing a business in uncertain times, or learning to ignore the noise of misleading financial advice online, the campaign champions those turning points when progress feels possible again.
At its core are two 60-second hero films directed by David Shane through O Positive, produced with support from VCCP’s in-house content studio Girl&Bear. In Orca, a man’s casual evening watching a nature documentary with his mum unexpectedly becomes the catalyst for independence, made possible through Barclays’ Mortgage Boost.
In Skatepark, a group of young skateboarders tune out self-proclaimed finance gurus on social media and instead finds confidence through Barclays LifeSkills. Both films balance humour and heart, portraying modern British life with warmth and authenticity.
“We set out to redefine the role Barclays plays in modern British life,” says Simon Groves, group managing director of brand, creative and media at Barclays. “Not just as a financial institution but as a genuine enabler of progress. This campaign is about recognising the real, often messy, moments when people decide to take action, and showing how Barclays can be there at those pivotal points.”
The campaign extends well beyond film, too. Out-of-home executions tap into the same idea of personal decision-making, from witty decision trees that nudge commuters to finally move out to posters that address those still saving for their first home. Across channels, the message is consistent: progress isn’t always monumental, but it’s always meaningful.
Alongside the consumer campaign, VCCP and its digital experience agency Bernadette have created a suite of B2B assets targeting senior business leaders. Launching in early November, this strand uses everyday corporate scenarios – from managing risk to seizing growth opportunities – to highlight Barclays’ support through services like its Business Prosperity Fund and 24/7 fraud protection. Digital activations in outlets such as The Financial Times and The Times further strengthen the bank’s position as a trusted partner for business.
Social media executions, led by Born Social, translate the creative idea into shorter-form, culturally resonant content, while OMD handled media planning and RAPP led digital performance. Every element ties back to a central insight uncovered with research agency Acacia Avenue: that while the desire to make progress is universal, few feel able to achieve it alone.
“Showing up in those little unexpected moments in life where people choose to move forward – that’s what this work is about,” say Chris Birch and Jonny Parker, chief creative officers at VCCP. “It’s about helping people see Barclays differently – not just as the longstanding high street bank we all know, but as a positive force for progress.”
It’s a clear repositioning for the 330-year-old institution that trades corporate polish for human relatability. It focuses on the moments that define people’s choices and, in doing so, Moments of Progress makes Barclays feel not just relevant, but reassuringly real.
The campaign launched across TV, cinema, video-on-demand, radio, out-of-home, and social media, signalling the start of a new chapter for Barclays and its creative partners at VCCP.
